Linking Up Singapore's Media Industry

“Lose to Win”

Singapore’s very first mobile-rich media campaign is pioneered by Health Promotion Board (HPB) and sets a precedent in the implementation of its innovative mobile ad formats as well as the adoption of mobile media to reach the audience. The mobile campaign uses ad formats from Crisp Media and will run on Yahoo!’s mobile properties until end April.

Created by OMD to amplify mobile video views and Facebook interactivity for HPB’s “Lose to Win 3” programme, it encouraged users to “Like” the programme on Facebook. The mobile campaign used three rotating creative executions, which featured 10-second video clips that auto-play in the Crisp Adhesion™ banner using Crisp Teaser Video™technology. Users tapped on the banner to expand the ad to full screen, where they could watch the entire video, “Like” the “Lose to Win” Facebook page or watch more videos on Youtube.

“The messages that we push out to the public can no longer be static information. We need our messages to be interesting, personal, relevant, sophisticated and most importantly, mobile. In keeping up with this fast-paced world, we’re making the “Lose To Win” message viral with dynamic social media tools. Users will be able to view videos of participants, get health tips, cheer participants on and leave comments while they are on the go. We believe that by engaging with our audience and allowing them to interact with participants, they will realise that they play a part in participants’ success. This way, we hope to inspire them, too, to live healthier lifestyles,” says Vernon Vasu, Director of Corporate Marketing and Communications Division, Health Promotion Board.